A STUDY ON THE INFLUENCE OF FAST FASHION ON THE UNDERGRADUATE STUDENTS OF BHOPAL CITY

From the idea of being swanky at an affordable cost to wearing the most flattering outfit from the latest fashion week, fast fashion has paved the way for fashionistas. Over the last twenty years apparel industry has never seen a setback whether inflation or deflation, demonetization, G.S.T. implementation, or a pandemic the industry has a record of its most remarkable journey from fashion to fast fashion and now from fast fashion to ultra-fast fashion. In capturing the minds and wardrobes of the mass population, especially the youth, fashion houses have been successful in introducing cheap, trendy, and affordable clothing lines through their online and traditional retail stores, along with digital marketing. The increased clothing expenditure has also led to fast fashion creating a huge economic impact. Since the growth in the apparel market has been witnessed faster than in the global economy, it is responsible for the recent economic growth (on average 4.78%) and future growth (5.90% in the next three years) of the apparel industry. The study also focuses on the desires of the students to keep pace with trends at all times under some social influences. But since everything comes at a cost, the idea of disposable clothing has created a huge negative impact on our environment.